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“There is huge opportunity for brands to understand this shift and focus on a simpler more organic approach.”
With the first quarter over, now is the time is now to start thinking about how your Brand can make a big impact in 2018. Here are a few tips we’ve learned that can help.
Know your channels:
This is one of the most important parts of making a real connection with your audience. Without an understanding of the landscape, it can be easy to produce content that doesn’t resonate with the audience. A chain is only as strong as its weakest link and it’s important to make sure that every platform gets the same amount attention. If you are a big brand with enough resources you can utilize a wide variety of platforms. If you’re smaller don’t spread your resources too thin. Sometimes it’s better to do less. Focus on the channels that work best for you. The content may be great, but if it’s delivered through the wrong platform, engagement with suffer. With the expansion of digital channels it is easy to become overwhelmed. Our advice is to keep it simple and focus on the channels that are most important to your target customers. Look at all platforms as a single tool for engagement. The message and vibe needs to be consistent across the spectrum as more and more people will interact across multiple channels.
“Our advice is to keep it simple and focus on the channels that are most important to your target customers.”
Keep it authentic:
The support of millennials is critical to building a successful brand and driving growth. They are great at evaluating the authenticity of a brand or campaign, this is easy to see in the rise of digital and social media influencers. The millennials have looked to their peers for what they interpret as a more authentic or independent view on products. There is huge opportunity for brands to understand this shift and focus on a simpler more organic approach. The more the marketing campaign reflects your Brand and what has made it successful the better the engagement will be.
“There is huge opportunity for brands to understand this shift and focus on a simpler more organic approach.”
Connect:
This is at the very core of engagement, in order to truly engage with your audience the conversation has to go both ways. Brands need to be able to interact with the audience quickly and effectively. Digital platforms have opened up the ability for this real time communication. Dialogue needs to be consistent, valuable, and back to point number two, authentic. Whether you are developing a chatbot or a team to communicate with your audience, the message and approach needs to reflect your brand. Don’t try to do too much, focus on creating an individual experience for each interaction that brings value to your customers.
“Dialogue needs to be consistent, valuable, and back to point number two, authentic.”
We are really excited to see how brands are take engagement to the next level. While working with clients we have developed these strategies which have worked to drive engagement and build momentum.
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